Print Matters

by Hines, Randall

• ISBN13: 9781933199108
• ISBN10: 1933199105
• Format: Paperback
• Copyright: 2008-03-26
• Publisher: Racom Communications

Summary

Print matters still. In fact, it matters more than ever, even--maybe especially--in a world of continuous rapid-fire media innovations because it provides the standard--the acid test--for relevance and communication power. Why print? Because it's the purest form of advertising--an idea given power visually and crafted to move people with words. If you don't have an idea, it shows. If you can't write, people know. You can't hide emptiness behind a mesmerizing glare of glitzy TV production or trade on the familiar voice of a spokesperson to make a connection for you. It's just you and the reader. So print is the acid test for advertising as well as advertising people. Unlike electronic media, print requires our attention. If you lose your concentration when you're reading and your mind wanders, what do you do? Why, you read the sentence or paragraph or page over again--too often more than once. A woman named Evelyn Wood built a speed-reading franchise on this simple truth. Her instructors don't teach you to read faster; they teach you to concentrate better so you don't have to reread. That's why Evelyn Wood graduates not only seem to read faster, they also remember better.

Author Biography

Bob Lauterborn is the James L. Knight professor of advertising in the University of North Carolina-Chapel Hill School of Journalism and Mass Communication. Lauterborn was director of Marketing Communication & Corporate Advertising for International Paper worldwide and creative director of General Electric's 400-person in-house agency. Over the past 12 years, he has consulted or conducted seminars and workshops for more than 50 organizations in 21 countries on five continents.

Table of Contents

The Importance of Print	p. 1
The Primacy of Print	p. 1
Parting Shot	p. 3
Are You Talking to Me?	p. 5
In Focus	p. 5
Differences and Distinctions	p. 7
Even a Unique Attribute Isn't Enough	p. 8
But There's More	p. 9
Engineers Aren't Always to Blame	p. 9
"You can observe a lot by just watching." (Yogi Berra)	p. 10
Notepad	p. 12
Two Types of Research	p. 14
Notepad	p. 15
What Do You Do with All That Stuff?	p. 15
Notepad	p. 16
Notepad	p. 17
Taking It to the Next Level	p. 17
Recap	p. 18
For Further Reading	p. 18
First, Get My Attention	p. 19
In Focus	p. 19
It's Not Who's First; It's Who Lasts	p. 20
Notepad	p. 21
What's My Motivation?	p. 22
Notepad	p. 23
Research: Hitting the Sweet Spot	p. 24
It's Not an Either/Or Decision	p. 24
Notepad	p. 25
Notepad	p. 26
Where's Waldo?	p. 27
Why, Daddy?	p. 28
Hierarchy of Customers	p. 29
It's All in Your Head	p. 31
Notepad	p. 32
Recap	p. 32
For Further Reading	p. 33
Visuals Reach Customers	p. 34
In Focus	p. 34
Graphic Arts	p. 35
Notepad	p. 36
Use Captions	p. 37
Notepad	p. 37
Using Photographs	p. 38
Notepad	p. 38
Legal, Cultural Cautions	p. 40
Stock Photos Can Backfire	p. 41
Recap	p. 43
Notes	p. 43
For Further Reading	p. 43
Headlines and Subheads	p. 44
In Focus	p. 44
Heads and Visuals: Working as a Team	p. 47
Types of Headlines	p. 51
Notepad	p. 52
Rules to Follow-Usually	p. 52
Subheads	p. 58
Notepad	p. 61
Recap	p. 61
Notes	p. 61
For Further Reading	p. 62
Copy That Makes the Sale	p. 63
In Focus	p. 63
That Golden Lemon	p. 65
Notepad	p. 65
Notepad	p. 67
Notepad	p. 68
Select the Proper Font	p. 70
In Focus	p. 70
Major Font Characteristics	p. 71
Type Personalities	p. 73
Element Relationships	p. 75
Boldface	p. 77
Italics	p. 77
ALL CAPITALS	p. 78
Notepad	p. 79
Reverse Type	p. 81
Other Considerations	p. 83
Text Alignment	p. 84
Column Width	p. 87
Recap	p. 88
For Further Reading	p. 88
Designing an Ad	p. 89
In Focus	p. 89
Equilibrium	p. 90
Proportion	p. 91
Contrast	p. 91
Notepad	p. 92
White Space	p. 93
Notepad	p. 94
Color	p. 94
Overprints: Printing Text on Top of Photos	p. 97
SAUs	p. 97
Notepad	p. 99
Recap	p. 101
Notes	p. 101
For Further Reading	p. 101
Direct Marketing	p. 102
In Focus	p. 102
Direct Mail	p. 103
Notepad	p. 105
Mailing Lists	p. 106
Notepad	p. 107
Envelope	p. 108
Postage	p. 109
Letter	p. 109
Collateral	p. 112
Timing	p. 113
Catalogs	p. 114
E-Mail	p. 116
Online Advertising	p. 119
Notepad	p. 121
Recap	p. 121
Notes	p. 122
For Further Reading	p. 122
Out-of-Home	p. 123
In Focus	p. 123
Billboards	p. 124
Notepad	p. 125
Transit Advertising	p. 128
Inflatables	p. 131
Miscellaneous	p. 133
Notepad	p. 134
Notepad	p. 136
Notes	p. 139
Ad Campaigns	p. 140
In Focus	p. 140
What Are You Trying to Accomplish?	p. 141
Notepad	p. 145
Corporate Advertising	p. 146
Issue Advertising	p. 146
Consumer Advertising	p. 147
Notepad	p. 148
Trade Advertising	p. 148
Integrated Marketing Communications	p. 151
Notepad	p. 151
Notepad	p. 152
Recap	p. 153
For Further Reading	p. 153
Selling the Work	p. 154
In Focus	p. 154
Selling in Print	p. 155
Notepad	p. 155
Notepad	p. 157
Selling vs. the Competition by Content Analysis	p. 159
Notepad	p. 160
Recap	p. 162
Legal and Ethical Issues	p. 163
In Focus	p. 163
Notepad	p. 164
Legal Concerns	p. 165
Notepad	p. 166
Ethical Concerns	p. 167
Sexism in Print Ads	p. 169
Notepad	p. 171
Why Be Ethical?	p. 173
Notepad	p. 173
Recap	p. 174
Notes	p. 175
For Further Reading	p. 175
About the Authors	p. 176
American Advertising Federation (AAF)	p. 177
Power of the Printed Word: International Paper Campaign	p. 178
Glossary	p. 207
Illustration Credits	p. 214
Index	p. 215
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